Hands-On Learning with the Czech Olympic Team at UNYP

We were pleased to welcome representatives of the Czech Olympic Team and several of its partners—Alpine Pro, Billa, Coca-Cola, Sazka, and Toyota—to the University of New York in Prague (UNYP) for a project briefing with students in our Business Administration program (Sports Management concentration).

As part of a project-based learning assignment led by lecturer Mike Köppe, student teams will analyze how each Olympic partner activates its sponsorship and engages audiences through sport. The project focuses on real sponsorship objectives, brand positioning, and communication strategies used in the sports industry.

This collaboration gives students direct access to industry professionals and real-world brand challenges, helping them apply classroom frameworks to practical decision-making. It also supports UNYP’s commitment to experiential learning—connecting academic study with the expectations and pace of professional sports marketing.

We’re proud to see our students working with organizations that support Czech sport, and we look forward to sharing the teams’ strategic outputs in December.